Article

Likes Are The Means, Not The End

Have we lost track of what Facebook fans really are?

Likes Are the Means, Not the End

When we’re thinking about our social media strategy, we often want to do a lot with Facebook. We’d like it to become the place where all our fans meet and get together. We want Facebook to be our saviour. However, in most cases, I find it difficult to understand how to implement it beyond the mere communication and dissemination of our campaigns, brand or product. Perhaps it’s only me who finds this difficult to grasp, or perhaps it’s just not my strong point.

It’s when we get to the topic du jour that I really get lost: “Likes.”

About “Likes”
I don’t quite get it. I think we lose track of the real objective; perhaps I’m wrong. You’re thinking about generating “Likes” but: what for? To what purpose?

  • Attracting sponsors: you’re going to have to do more than simply earn “Likes”. That’s if you have any discernment and expertise, of course. Otherwise, you’re free to mislead any possible sponsors.
  • Advertising: that’s a challenge and also a way of annihilating your community. Getting your fans to accept advertising in your own community can be as difficult as running the Ultraman competition on one leg.
  • Web Traffic: how can you know the traffic generated by the “Likes” to your content without establishing indicators that connect your fan pages and your website or blog?
  • Generating leads: you need to create creative, attractive and stimulating “calls to action” and explain what to do with them to your community. Only in this way will you activate your community and generate online conversion, whatever form it takes: shopping at the online store, filling in a form with contact details, requesting a quote, sharing content, leaving feedback or registering a phone number, for instance.


Quite frankly, this is going to take some time because, more often than not, we don’t have a real community to start with. Why would we aim for 10,000 fans if we’re a small business and our target audience amounts to less than 1,000 fans? There is no real community until the community itself creates a movement for the brand, connecting its own members. Read what Chris Brogan has to say about it.

Likes Are the Means

If we don’t have a community we cannot generate “Likes” or set objectives. As a result, there is no brand perception, visibility, exposure or traffic and we cannot generate any ROI. None of this exists because we haven’t worked towards that. If you truly believe that five blog entries, a contest, a landing page, a few pictures and a video suffice to create value for those “Likes”, then you’re better off playing another game altogether. The community and any resulting “Likes” will come from hard work, every day. We need to work constantly and coherently to add value to the community. We must create a flow of content and interesting, dynamic news.

I’m not trying to be a killjoy, it’s just what I see: if you want to generate “Likes” you’ll need to get involved from the start. That involves sharing photos, creating content each and every single day, carrying out campaigns, promotions, surveys, product trials and frequently surprising your community. I stress this because we often focus so wholly on generating “Likes” that we don’t see the work we must really carry out to get there.

Epicentre: Content

I don’t want to bang on about it. It’s not an obsession. And yet, we’re nothing without content! I’ve already said everything I need to say about it. Anything else would just be going on and on about it. Our responsibility is to make things happen. However, our small business, brand or agency isn’t going to lift off as easily as we think. I’ve seen it time and time again. I’m sorry to be harsh, but it’s best if we realise this much. What I’m simply trying to say is that content is at the core, the epicentre of it all. Without it, there are no “Likes” (which you’d like); there is no traffic, no visibility, no exposure, no content, there’s nothing! You’ve been warned. Your content must be regular (minimum daily,) coherent and attractive. Moreover, it must start a conversation.

What do you do with your “Likes”? How do you extract value from them?

Photo credit: Thomas Angermann.

Original post here

Read More on Social Media on Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
5 Off-Page Methods to Improve Your Page's Position on Google

5 Off-Page Methods to Improve Your Page's Position on Google

On-page SEO is one of the things that is on the mind of every website owner out there, and there is a good reason for that. It is one of the key factors based on which Google will rank your website, along with other factors, such as backlinks, or the quality of your content.

Joan Selby
Joan Selby 20 April 2017
Read more
Top 5 SEO Mistakes To Avoid In 2017

Top 5 SEO Mistakes To Avoid In 2017

Have you been spending lots of money on your SEO campaigns, but you don’t see the results? There are chances you could be committing some of the dreaded SEO mistakes such as keyword stuffing, using broken links, duplicate content, linking from low quality sources and more.

Rajat Tyagi
Rajat Tyagi 18 April 2017
Read more
Keeping Your Brand Up with the Trend of Digital Storytelling

Keeping Your Brand Up with the Trend of Digital Storytelling

One of the hottest trends for business is storytelling. Storytelling is becoming a vital part of any company’s marketing strategy. Here are some tips for turning your social media strategy into a social storytelling strategy.

Elizabeth Victor
Elizabeth Victor 18 April 2017
Read more